[ Use legible typefaces:
| [1 | Avoid type that is too bold or too thin-heavy typefaces tend to blur and loose distinction between letters at long distances, while thin typefaces fade from far distances. | |
| [2 | As a general rule, the simpler typeface is better for out-of-home. Typefaces with excessive contrast between thick and thin elements are likely to reduce the legibility. | |
| [3 | The use of capital letters should be kept to a minimum. |
[ Minimize words:
| There should be adequate space between letters, with too little space the letters tend to merge when viewed from a distance- A good design contains 6 or less words. |
[ Impact and Clarity:
| [1 | Time of Exposure: Remember the viewing time for most out-of-home messages is only few seconds. Art directors should compare out-of-home media with 10-15 second T.V messages. | |||
| [2 | Legibility of lettering size: The following lettering sizes are quoted as a guide: Lettering Legibility
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| [3 | Legibility of lettering style: - Conventional type fonts read more swiftly, i.e. Helvetica, Franklin Gothic and Futura. - Use medium weight - Use strong legible letters - Avoid extreme contrast between vertical and horizontal. |
[Optimize colour:
| In choosing colours, the creative should choose colours with high and strong contrast in both Hue and Value. | ||||||||||||||||
| * | The Outdoor advertising association of America has tested colour combination for visibility at various distances, Example 1 is the most legible color combination while Example 14 is the least legible.
o HUE: Refers to the name/ identity of a colour such as white, green, red, yellow.etc o VALUE: Is the measure of the colour's lightness or darkness. |
[ Use Intrigue and humour:
| Ads that amuse are often highly recalled, humour or wordplay can increase impact by creating a high level of involvment. |
